This document discusses how social media has become an important part of how people consume information and how organizations can build a presence on social media platforms. It notes that people now spend more time on social networking sites than email and that platforms like Facebook and Twitter are designed for sharing content and building participation. It recommends that organizations monitor social media to understand conversations, integrate social media messaging with other communications, assess how different platforms can reach their audiences, and focus on creating short, digestible content and listening to others in online conversations.